Nederburg says its move comes just as market observers worldwide are noticing the emergence of new green shoots within the global industry after some years of contraction. They are seeing the start of greater numbers of Gen Z consumers, now employed, entering the market. Young women in particular are benefiting from improved access to jobs and greater earning power.

Wine category leader, Kavir Gangiah, says, "We are to retain and enhance our relevance and resilience and be a substantial presence when the upturn comes — as it will — it is essential to be where wine lovers will readily find us and to communicate with them in a way that resonates with their wants and needs while staying true to our long-established history and heritage."

Baronne, Nederburg's most popular wine in South Africa, is the first to carry the new livery that infuses the brand identity with more appeal and warmth. The new look, to be rolled out across the various tiers, will also give greater prominence to Nederburg's signature red colour, while significantly raising shelf-standout, says the brand. 

Brand Manager at HEINEKEN Beverages, Nipho Shongwe, says, "It's immediately recognisable as Nederburg but stylistically is presented with greater flair and friendliness to show what a welcoming, free-spirited brand we are, whoever and wherever you are." 

"Our messaging makes clear that Nederburg is 'Yours to Explore'. It rises to any occasion with trusted quality, deliciousness and very fair pricing. And we are encapsulating that message with the tagline: 'There is a table waiting for you in places you can't even imagine'. We are bringing the line to life across retail storytelling, influencer content and a national competition that invites consumers to explore with Nederburg in both off- and on-consumption outlets and online," adds Shongwe.

To underscore this idea, the brand says it has commissioned a cloth design for retail, on-consumption and digital activations, including Instagram, other influencer content and a consumer competition, offering a grand prize of a luxury travel experience worth R100 000. 

"It's a springboard for consumers to each tell their own table story in their own way," says Shongwe.

The bespoke red cloth features several icons that reference key moments in its 200-year-plus history, but that also have a wider, more universal resonance. Hot air balloons and airplanes, for example, are associated with some of the winery's key historical personalities but also highlight both how well-travelled and adventurous Nederburg is. Similarly, anchors link back to the brand's past but connote stability and a steadfast focus on quality. The crowns are there to spotlight Nederburg's long-standing, award-winning reputation. The sun and bees call attention to life, warmth and sustainability, adds Nederburg. 

"The bespoke travel-inspired cloth is there as a starting point for wine lovers to put their real, digital or imagined table, with their people, in the destination they love, with Nederburg taking pride of place," Shongwe says.

"We are inviting wine lovers to explore with Nederburg and discover the extraordinary that sometimes lies right under their noses. Some people can afford to travel. Others can journey to new places close to where they live with fresh and adventurous eyes, or they can discover their special place virtually. We want Nederburg to be there with them from a spontaneous picnic on a koppie close by or somewhere with a view of the ocean to a braai, to a street party, to a sit-down special dinner or a virtual visit to somewhere they've always longed to experience," concludes Shongwe. 

For more information, visit www.nederburg.com. You can also follow Nederburg on Facebook, X, or on Instagram.

*Image courtesy of contributor